{
  "id": 4389782,
  "title": "Ben Higgins Says Generosity Comes Down to 1 Choice. Most Brands Avoid It When No One Is Watching",
  "url": "https://urgent.news/2026/08/30/ben-higgins-says-generosity-comes-down-to-1-choice-most-brands-avoid",
  "topic": "business",
  "section": "Business",
  "published": "2026-08-30T09:00:00.000Z",
  "source": {
    "name": "Inc.",
    "slug": "inc",
    "url": "https://www.inc.com/carly-long/ben-higgins-says-generosity-comes-down-to-1-choice-most-brands-avoid-it-when-no-one-is-watching/91397338"
  },
  "original_language": "en",
  "account": null,
  "summary": "The Generous Coffee co-founder explains why trust is earned through values practiced beyond the spotlight.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}